Self-Drive Tourism: Unlocking the Potential of the Thailand Riviera
Keywords:
Self-Drive tourism (SDT), Tourism branding, Tourism marketing, Thailand rivieraAbstract
The Thailand Riviera is a key element in the government's strategic plan to boost the nation's economy through targeted tourism development initiatives. Despite its natural beauty and numerous attractions, awareness of the region remains limited, suggesting the need for enhanced promotional efforts. This study aims to develop a proactive marketing and public relations model to promote tourism in the Thailand Riviera, with a focus on self-drive tourism as a case study. A mixed-methods approach was employed, including a survey of 400 tourists to examine their behaviors and perceptions of the Thailand Riviera, as well as in-depth interviews with 24 key informants, including tourists, government officials, and tourism professionals. The EDFR research method was applied to establish a proactive marketing and public relations model, incorporating the insights of 17 experts. A qualitative approach was used to test and verify the proposed self-drive tourism model. The findings suggest that the marketing and tourism promotion strategy for the Thailand Riviera should emphasize self-drive tourism and highlight a distinctive regional identity in alignment with provincial tourism policies under the Thailand Riviera brand. To build brand awareness, mascot marketing should be implemented, positioning the mascot as a tourism ambassador. The proposed self-drive tourism model includes the Thailand Riviera Self-Drive Salt Route in Phetchaburi, connected to the Thailand Riviera Self-Drive Coastal Route in Prachuap Khiri Khan, with community-based tourism activities along the scenic routes. This form of tourism has the potential to reach remote areas, promoting income distribution within local communities and contributing to national economic growth. Overall, this study provides valuable insights into the potential of self-drive tourism as a key driver for promoting tourism in the Thailand Riviera.
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